If you’re familiar with the steel industry, you might be familiar with the classic Steelmark logo of the American Steel and Iron Institute (AISI). If this doesn’t ring a bell right away, try to envision the NFL Steeler’s logo that shares an exact mirror image of the Steelmark. In fact, Steel, LLC’s logo lends itself to these iconic logos, as all three refer to the classic components that make up steel and the steel industry.
The Three Components of Steel
The famous Steelmark belonging to the AISI is comprised of three hypocycloids of three different colors: yellow, orange, and blue. Throughout its history, beginning in 1960 until today, the meaning behind the three colors have changed to suit ever-changing opinions. At inception, the Steelmark’s trademark colors were said to represent the modernity, lightness, and stylishness of consumer products made of American steel. In fact, this logo was affixed to over 20 million steel appliances throughout U.S. homes in the 1960s. The logo served as a constant reminder of the strength of the steel industry for the American consumer and worker.
A few years later, the perception of the logo changed to meet the attributes of steel where the colors of the hypocycloids represented: yellow to denote how steel “lightens your work,” orange to mean “brightens your leisure,” and blue to represent steel’s ability to “widen your world.” The steel industry was a source of many American jobs and created lasting materials for the average consumer to use in their household, so steel was widely regarded as a positive industry by the public. The meaning behind the Steelmark at this time in its history supports that public opinion.
Eventually, the logo’s definition was changed to denote the three colors being indicative of the components of the material itself. With yellow for coal, orange for iron ore and blue for scrap steel. This is still the definition used for the Steelmark today.
Steel, LLC.’s Logo
Since Steel, LLC first developed as a subsidiary of Bristol Steel in 1947 we’ve represented our company with the trademark colors of the Steelmark. We adopted this as our own symbol of strength because we believe in the strength of our company, our employees, our leaders, and our clients. Since our inception in 1947, the core beliefs of steel and the impact it has on our everyday lives can be seen in our hallmark buildings that continue to be utilized throughout the United States.
For 70 years Steel, LLC has embodied all meanings of the attributes of steel. Whether it’s to showcase how steel “lightens your work, brightens your leisure, and widens your world,” or to represent the core materials that go into manufacturing this touchstone material, we’re behind all of it. We believe in the power of steel to make our world stronger, safer, and allow structures to be treasured for generations.
To learn more about the history of Steel, or to speak with one of our experts about starting your next steel project, please reach out to us. We’d be happy to assist.